Dairy Milk Introduction and Analysis

The aim of this project is to evaluate the marketing strategy of Cadbury's Dairy Milk.

To do this, I will need to gather information about the product; I will ask a questionnaire which is a primary research method. Then I will also gain some secondary research, this will be achieved by searching the internet for information and from a product information letter from Cadbury.

I will investigate all aspects of Dairy milk's marketing mix, these include: product, price, promotion and place. After I have investigated these aspects I will analyse and evaluate my results from the Primary research.

History of Dairy Milk and Cadbury

Cadbury's started as a one-man business, opened in 1824 by a Quaker, John Cadbury, in Bull Street Birmingham, was to be the foundation of Cadbury Limited, now one of the world's largest chocolate producers. By 1831 the business had changed from a grocery shop and John Cadbury had become a manufacturer of drinking chocolate and cocoa, the start of the Cadbury manufacturing business as it is known today. Dairy Milk is a brand of chocolate bar made by Cadbury's popular in the United Kingdom and around the world. It was introduced in 1905.There are a number of varieties including Fruit & Nut and Whole Nut. And 'Fruit' variety was available for a short time but was discontinued. In 2003 Cadbury's made Dairy Milk into superbrand, bringing a number of different products under the Dairy Milk branding. For example Wispa bars were phased out and replaced by "Dairy Milk with bubbles". As of 2004, there are ten varieties of Dairy Milk produced in the UK.